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Gauging the Real Value of Social Sources and Interactions
Jon VanZile / BtoB / September 4, 2013
Social media traffic comes in all forms, so it’s no surprise that not all social traffic is equal. In August, Eloqua Inc. released a report detailing where referral traffic was coming from for b2b versus b-to-c companies as reported by companies using Eloqua’s marketing automation software.
The b-to-c data was no surprise: Consumer companies get 95% of their referral traffic from just five social media platforms, with Facebook alone accounting for 75% of the traffic. The b2b picture, however, was very different.
B2b marketers received only 36% of their referral traffic from Facebook, with StumbleUpon (18%), Twitter (11%) and a host of other platforms such as including Reddit and LinkedIn also rated. Overall, b2b marketers are facing a much more diverse and complex social media universe than their b-to-c counterparts.
With such diversity in social media referrals, how do you know you’re in the right place and getting quality traffic rather than generating low-value traffic from drive-by browsers?
“The first question you need to ask is if your audience is on any particular venue and are they talking about your issues,” said Chris Boudreaux, author of “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” (Prentice Hall, 2013). “You have to understand where customers are in the social world. For example, people are not talking about desktop virtualization on Facebook, but they might be on Twitter or LinkedIn.”